Measurement development

The literature review and preliminary interview findings will be used to generate scale items for questionnaire development. The questionnaire will be distributed during the pre-test study, in which a small number of corporate customers will be presented with the questionnaire for pre-test research, prior to the finalisation of the final version for the main study.

The measurement-scale development of the pre-test study is discussed below. Firstly, two different English versions of the questionnaire, one for adopters and the other for non-adopters, will be developed from the literature review and preliminary interview results. Secondly, two English versions of the questionnaire

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will be checked for content and checked for validity by two English scholars in the marketing field. Thirdly, the two English versions will be translated into Chinese, and a reverse translation will be conducted by the author, for three Chinese scholars to then compare the translation difference, in order to help revise and reduce possible translation errors.

Fourthly, the questionnaires will be tested in order to ensure that the questions are understood as intended, and to assess the feasibility of the survey approach, applied to both adopters and non-adopters. Content and face validity checks will be conducted again. The pre-test questionnaires are to be verified by three Taiwanese scholars (two in the marketing field and one in the organisational-behaviour field) and two banking staff members, both of whom work in the CIB department.

Fifthly, a small amount of the questionnaires in both Chinese versions will be distributed to sampling respondents, including both adopters and non-adopters of CIB. The questionnaire will then be modified again, with the help of English and Chinese scholars in both marketing and organisational-behaviour fields, banking staff members who work in the CIB department, corporate customers of CIB, and their potential customers. Finally, the final version of questionnaire for the main study will be created.

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4.3.3

Preliminary questionnaire

The majority of the question items selected for both the preliminary and main study questionnaires have been previously developed, tested, and published in other research papers (e.g. Davis 1989; Fitzmaurice 2005; Harrison, Mykytyn, and Riemenschneider 1997; Hsieh, Rai, and Keil 2008; Parasuraman 2000; Shih and Fang 2004; Tan and Teo 2000; Taylor and Todd 1995a; Venkatesh et al. 2003; Wang et al. 2003). Thus, the question items are considered suitable to be tested again in this study.

The Likert scale “is a widely used rating scale that requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects” (Malhotra and Birks 2007, 348). The advantage of the Likert scale is that it is “easy to construct and administer, respondents readily understand how to use the scale, making it suitable for Internet surveys, mail, telephone, or personal interviews” (Malhotra and Birks 2007, 349-350). Thus, this study will apply the Likert scale to collecting quantitative data for further analysis.

Most of these original questionnaire items used a seven-point Likert scale (e.g. Shih and Fang 2004; Tan and Teo 2000; Taylor and Todd 1995a; Venkatesh et al. 2003; etc.), with some using a five-point scale (e.g. Parasuraman 2000). Questions chosen for the study will use a seven-point Likert scale that ranged from “strongly disagree” to “strongly agree”, “very unlikely” to “very likely”, “not very interested” to “very interested”, and so on. The reason of using a seven-point Likert

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scale is that it could reduce measurement error, yet serve to increase constructs’ differentiability (Churchill and Peter 1984).

The development of the questionnaire is based on research articles about IB adoption intention that were extracted from the literature review (Tables 2.1 and 3.1), as well as issues identified during interviews. The detailed question instruments will be described in Chapter Five.

Findings from the exploratory study will be used alongside key variables from previous models in order to guide the development of the questionnaire. A number of questionnaire items used in previous studies of TRA, TPB, TAM, DTPB, and TR will be included. After the preliminary questionnaire design, a pre-test study will be carried out. Neuman (2011) pointed out that when researchers have to choose a special case to provide a special message, they can adopt “purposive sampling”. In this research, the pre-test study will be conducted with the help of night-school students from Jinwen University of Science Technology (JUST) in Taiwan. In general, the night-school students work in companies during regular business hours. Some of them may happen to be the key members in buying centres. This study asks for their consent to distribute the questionnaires to their corporate owners/employers, chief accountants, and general accounts. Each participating company is given only one questionnaire to answer. At first, for the purpose of testing and clarifying the meanings and wordings of the questionnaire items, only a small number of companies will be recruited. The intention is to identify who might have influence (or potential influence) over the decision to adopt IB, and to ensure conciseness and

109 completeness of the questionnaire.